How Mild Cares Aims to Disrupt the Indian Period-Care Industry

Mild Cares is a Period-care brand whose story began with the founder's desire to improve the lives of women during menstruation by creating comfortable and discreet feminine hygiene products. Sandeep Vyas, the founder was inspired to start the company after observing the struggles and discomfort that menstruation caused for his mother and wife. He wanted to create a range of products that was both comfortable and discreet, so women could forget about their menstruation and focus on their daily lives.

The founder in an exclusive conversation with IndianRetailer.com talks about the brand’s journey so far, which has been one of research, development, and testing. Vyas started by selling on various e-commerce platforms to gauge market demand for menstrual cups, and then developed a prototype that was tested with potential customers. 

The company has been continually improving its products and expanding its reach, with a focus on raising awareness about menstrual hygiene and the use of menstrual cups, especially in rural Tier II and III cities.
Mild Cares has also been dedicated to using eco-friendly and sustainable materials, and retaining the production within the country's borders. The brand's motto ‘Aatma Nirbhar Bharat’ (self-reliant India) aligns with the government's vision, and the company aims to contribute to the community, international organizations, and educational sectors. Overall, the journey has been one of dedication, hard work, and a commitment to improve the lives of women.

Ideation

The initial idea before starting the brand was to improve the lives of women during menstruation by creating comfortable and discreet feminine hygiene products. Vyas observed that his mother and wife would often have difficulty finding the correct products and would feel self-conscious about their menstruation.

“This led to the decision to venture into the toilet and intimate hygiene, and period care products. The company recognized the importance of maintaining good hygiene, not just during menstruation but also in daily life. We wanted to create a range of products that would cater to the needs of women in all aspects of their hygiene,” commented Sandeep Vyas.

Options Galore

With the idea to create a one-stop-shop for all women's hygiene needs, the company has focused on creating a range of products under the brand Mild Cares, including Period Care Products, Toilet Care Products, and Intimate Care Products.

The current product portfolio includes Menstrual Cups, Intimate Wash, Stand & Pee, Cramp Relief Roll-On, Stretch Mark Removal Cream, Toilet Seat Cover, and many more, in the health and wellness category. The company has an expansion plan to launch new categories such as Maa Care, Pregnancy Care, PCOS / PMS Care, Women's Wellness, and Intimate Care.

“This expansion will allow the brand to offer a more comprehensive range of products and cater to the specific needs of women in different stages of life. We are also planning to expand our distribution channels to reach more customers and make products more easily accessible,” stated Vyas.

Additionally, the company plans to integrate an Artificial Intelligent Bot with WhatsApp, which will help them build the women's conversation. This will allow customers to have more personalized and convenient access to information and support.

Creating a Better World for the Community of Menstruators

The company is helping create a better world for the community of menstruators by focusing on education and awareness about menstrual hygiene, using eco-friendly and sustainable materials, and committing to retaining production within the country's borders.

The brand is investing substantially in educating women about the necessity and best practices of menstrual hygiene to break the taboo surrounding menstruation and mainstream the adoption and use of new and innovative menstrual care solutions. 

Moreover, the brand is committed to using eco-friendly and sustainable materials in its products, such as medical-grade silicone for menstrual cups. This helps reduce the environmental impact of disposable products and promote sustainable living.

“Our brand is planning to expand its distribution channels to reach more customers and make its products more easily accessible, such as retail pharmacies, department stores, hypermarkets, supermarkets, 24X7 stores, and airport shopping. While further planning to raise awareness about menstrual hygiene and the use of menstrual cups, especially in rural and Tier II and III cities, through ground-level promotions,” asserted the founder.

Technology and Mild Cares

Mild Cares use LSR Technology to improve their menstrual cup by using liquid silicon in their menstrual cup, being the best-certified class 6 medical grade silicon for menstrual cups. 

“The use of LSR technology in menstrual cups can improve the overall user experience by providing a better fit and a more comfortable feel. This can lead to increased user satisfaction and better hygiene. Additionally, LSR technology enables more precise manufacturing, which can result in a more consistent product with fewer defects,” added Vyas. 

The brand is further planning to bring in more technological advancements in the future such as Smart menstrual cups and Biometric sensor technology, which can be a great way for the company to improve its products and stay ahead of the competition.

While Mild Cares has not yet launched a prototype of these innovations, they are planning to implement them in the future. 

Growth and Retail

The company's month-on-month growth has been 10 percent, which is a positive indication of its performance and ability to attract and retain customers.  

“In terms of marketing, the company may use a variety of channels such as social media, influencer marketing, and email campaigns to reach its target demographic which ranges from 12 to 50 years old. We are focusing on expanding our reach and increasing awareness, both online and offline, by targeting the right audience through effective channels and campaigns,” added Vyas.

D2C and Omnichannel Strategies

Mild Cares has been able to achieve its goals and objectives of providing innovative products and customer service through the D2C channel. This channel also enables the company to have a direct relationship with the customers, helping one to build strong customer loyalty and retention. 

“We are open to exploring different channels and are considering an Omnichannel approach. It's important to note that Omnichannel is not an easy task, it requires a company to have an in-depth understanding of its customers, the market, and its own capabilities. It also requires a significant investment in technology, data analytics, and other resources. Therefore, it's not specified if Mild Cares is going to go omnichannel in the near future, but the company may be considering it as part of its growth strategy,” asserted Vyas.

Future Plans

The brand aims to expand its product offerings to include new categories such as Maa Care, Pregnancy Care, PCOS/PMS Care, Women's Wellness, and Intimate Care in the future. The company is further looking to reach Rs 100 crore in revenue by 2025-26.

The company's future plans include focusing on expanding its product offerings, integrating technological advancements, increasing its reach, raising awareness of its products, and potentially going omnichannel.
Mild Cares will thus, likely continue to grow and expand its product offerings and reach over the next five years.